Author: Ann Gynn

Ann Gynn edits the CMI blog. Ann regularly combines words and strategy for B2B, B2C, and nonprofits, continuing to live up to her high school nickname, Editor Ann. Former college adjunct faculty, Ann also helps train professionals in content so they can do it themselves. Follow Ann on Twitter @anngynn or connect on LinkedIn.

By ann-gynn published July 20, 2020

How to Create a Not-Awkward Personalization Strategy

Every morning, you jog the same route. You’ve come to recognize the faces of your fellow runners, greeting them with a smile (pre-mask days) and now a nod (with mask).

But today is different. Every time you encounter a regular, they wish you a happy birthday.

Wait, what? How did they know it was your birthday when you only know them by sight?

Continue Reading

By ann-gynn published July 9, 2020

15 Content Development Mistakes to Avoid

Too often, when content marketers talk mistakes, they’re referring to typos, grammatical errors, and misspellings.

That narrow focus on the granular could be their biggest gaffe.

That’s what we discovered after asking ContentTECH Summit presenters for the biggest mistakes they see happening in the content creation, production, and promotion processes.

Continue Reading

By ann-gynn published July 7, 2020

Is Clickbait Ever Used for Good?

Updated July 7, 2020

Taken for its denotative meaning, clickbait does what all content marketers want – it helps “attract attention and encourage visitors to click a link to a particular web page.”

So why does it show up on lists, including Facebook’s, of content marketing mistakes or practices to avoid?

David Ambrogio, paid search specialist at Peter Mayer, offers a definition that touches on what the word “clickbait” connotes for many people – “any content with sensationalist headlines used to encourage clicks or drive ad revenue.”

Continue Reading

By ann-gynn published June 29, 2020

How to Make Personal and Corporate Branding Work Together

Editor’s note: The challenge remains, so we updated this article from a couple of years ago.

You and your co-workers have personal brands.

Your employer has a corporate or business brand.

But how do the two work in harmony? Should they? Should people closely connect their personal brand to their employer? Does improving your personal brand now appear as though you don’t expect your current role to last? Should companies actively encourage their employees to use content marketing, including social media, to talk about the company?

Continue Reading

By ann-gynn published June 23, 2020

18 Ideas to Overcome Your Writer’s Block

Editor’s note: Since cursors continue to mock writers, we updated this 2018 article.

“When are you going to start?” Blink.

“Are your fingers frozen?” Blink. Blink.

“Why aren’t you typing?” Blink. Blink. Blink.

“Don’t you know what to create?” Blink. Blink. Blink. Blink.

Continue Reading

By ann-gynn published June 5, 2020

How to Do Diverse and Inclusive Content Marketing That Matters

Editor’s note: We’re sharing this article originally published in January given its timeliness to current and important conversations.

A content marketer searches for a stock image to accompany a blog post titled The Top 10 Business Lessons Every Young Professional in Our Industry Should Know.

The first result for “business” appears:

Continue Reading

By ann-gynn published June 4, 2020

25 Answers to the Most Frequently Asked Questions in Content Marketing

Editor’s note: Hearing the same questions from multiple stakeholders about content marketing can get frustrating. We updated this post to provide you with go-to answers for 25 of them.

Do you frequently hear tough (or even easy) questions about content marketing from your executives or clients?

Want a handy dandy cheat sheet for those questions? We are here to help.

Continue Reading

By ann-gynn published May 25, 2020

Stop With the Overused and Incorrect Words in Your Writing

Words, glorious words.

They can convey so much. Or they can convey nothing.

They can persuade. Or they can repel.

During these unprecedented, historic times (wink, wink), our lexicon has both grown and become stunted.

Continue Reading

By ann-gynn published May 5, 2020

When Content Is All You Have for Your Audience

When three companies essentially closed their retail businesses during the coronavirus pandemic, their marketers made a detour to their kitchens.

Though none of the companies is a food-based brand, each created content marketing strategies around their oft-requested, never-disclosed recipes – content that surprised and delighted their target audiences and attracted widespread attention.

Let’s explore their basic content recipes, a few add-in ingredients, and a couple recipe tweaks.
Continue Reading

By ann-gynn published April 27, 2020

Metrics Matter More During COVID-19 Than They Ever Did

When I did PR for an air show, one factor most influenced the event’s success – and it was something no one could control. No matter how well the event was marketed or how spectacular the lineup of acts, we were at its mercy.

This uncontrollable predictor of success? The weather.

That’s why the air show team noted the forecast, actual weather (temperature, rain amount, etc.) alongside the attendance numbers in its annual records.

Continue Reading